2. Relate to prospects before you try to sell to them

Sometimes, there’s a fine line between establishing authority and being condescending.

Oli thought that the copy on ArtTutor’s landing page had a lot of personality and sass, but wondered if it was a little much. “Don’t be sarcastic in your copy unless that’s a trait that your readers identify with,” he warned.

He felt that some of the language on the page was alienating, talking down to prospects instead of relating to them:

Don’t paint me as an amateur. You’re putting a wall up between you and me.

Moderator Tommy Walker from Shopify explained that you should always start by showing prospects that you understand their problem.

Simply demonstrating that you understand will get prospects to like you – but it also helps the credibility of your page. After all, showing that you understand the problem is the first step in showing that you’re the person with the best solution.

Demian explained that the online marketing space is flooded with vague statements that hurt clarity and ultimately, credibility. For that reason, you have to be clear about the value that you have to offer – value that you can’t get anywhere else.

Even your testimonials should communicate specific benefits.

Lower on Video Brain’s page are some of the most broad, meaningless testimonials the judges had ever seen…

About Amanda Durepos

As Unbounce’s Blog Editor, Amanda Durepos curates and crafts content to help marketers be better at their jobs. When she’s not managing the editorial calendar for the Unbounce Blog, she’s wrangling internal and external subject matter experts, helping them educate other marketers in an entertaining and actionable way. You can follow her on Twitter but she’s mostly just making puns.